Marketing is a complex skill and it’s so important. Everyone wants to know how to reach their customers better and how to create more customers. Unfortunately, in the race to get more customers, the basics of marketing are often lost.
1. Most Marketing Today Isn’t Very Good
A majority of the world’s top marketers agree – marketing today really isn’t all that great. The ‘how that happens’ isn’t really too important, what matters to us is the ‘why’. Why is today’s marketing missing the mark? What can we do to make sure our marketing isn’t horrible?
Think about what marketing is, and what it should be. You’ve seen it – those TV commercials that are hilarious, make you laugh, and don’t sell a thing. How many advertisements do you see where, at the end of the piece, you realize you don’t know what it was for? And if you don’t know what the advertisement was even for, how do they sell you on the product?
That’s the problem with today’s marketing. Too much focus is put on the design or the humor or whatever else and not about sales! David Ogilvy, the father of advertising, says “A good advertisement is one which sells the product without drawing attention to itself.” So why is that so many advertisements today draw attention to themselves instead of sell the product?
So, you get the picture. Marketing today sucks and it doesn’t sell. But why is this a basic of marketing? Why does this matter, why do you need to know this? To keep you focused! Marketing has to be concise, targeted and specific. It should have one goal and meet that goal.
Copy the good advertisements. Let the bad ones fall through the cracks. Be able to recognize which ads fulfil good marketing principles and crush your competitors. This is the first basics of marketing – produce good, effective marketing, not pretty marketing!
2. Tell Me What Your Product Is
I mentioned a little bit above, but what about those ads where you don’t know the product? How are those beneficial? The short answer? They’re not.
In your ad, your marketing piece, your landing page, your sales letter, whatever it is, you have to tell me what you’re selling – quickly. A good example? If you’re writing a landing page, tell me what your product is above the fold!
You can’t sell something if you don’t let people know what it is. Not to mention the high risk you run of losing readers – who wants to read something when they don’t know what they’re reading about?
You’d be surprised at how many times you get to the end of a marketing or advertisement piece and the writer hasn’t detailed what the product was! (Okay, if you share my cynicism for today’s marketing, maybe not). Make sure you don’t repeat this mistake because it could make the difference between a conversion and a bounce.
3. Attention Spans are Short
The average human attention span is less than a goldfish! What does that mean for your marketing pieces? Get to the point!
So if attention spans are short, and we need to get to the point, all good copy is short copy, right? Uncoincidentally, the most popular question I get is “short copy or long copy.” The answer might surprise you, given what I’ve said. But it doesn’t matter!
When I say to the point, it does mean get to the point. But it doesn’t mean that your copy needs to be a sentence long. Rather, you should focus on delivering as much value to your reader as possible in a way that pulls them in and gets them to read the entire thing. Strong headers, a strong introductory paragraph and value packed in early will make sure that your readers make it through the end of your copy.
So yeah, people have short attention spans. But that doesn’t mean you need to make your copy short (it doesn’t have to be long, either). It just means you have to give them a reason to read, you have to provide value and make ‘em stick around. After all, don’t we all (think we) have something better to be doing?
4. The Basics of Marketing are Sales
Ah yes, here we go! The nitty gritty – really, after all, what are the basics of marketing? Why do we market? Simple! To bring in new customers, to teach people about our brand, to retain current customers, to make more money, to increase sales!
It’s what it all boils down to. In business, why spend money if it doesn’t help create you more money? Why market if it doesn’t create additional sales? These are, simply, the basics of marketing!
What’s this mean for our marketing? It means we have to make sure we’re selling. Go back to those basics of copywriting – the benefits, the emotion, the storytelling. Does your ad, your marketing, entice emotion? Tell a story, detail the benefits, make someone deeply invested in the product? Or does it go in one ear, out the other?
This is why marketing is important. These basics of marketing, utilizing marketing and advertising to create more sales, works for every business. It’s why people spend so much money on it. When you do it correctly, when you make sure you focus on selling, you see results.
5. The Call-To-Action
So, you really put it on your reader. You sold your readers perfectly, you really just crafted the perfect marketing piece. They hit the end of the piece like a wall, fall off and you never hear from them again.
That’s why the call-to-action matters. The call-to-action is your goal, what you want your readers to actually do now that they’ve read your piece. Do they “click here” to buy? Find more information? Do they enter they email, their phone number? You get the idea. The call-to-action may be the most important part of a marketing piece, because without it, there’s no point!
Crafting a call-to-action is certainly an art. It’s easy to fall into the trap of creating a bland CTA. Make sure you’re focusing on the principles of copy and try to reach deep into the hearts and mind of your readers! If you’re selling a vacuum cleaner, maybe your CTA is “Get My Free Home.” You always want to put the reader in the focus, as always. Tell them it’s theirs and they’re set to claim it!
If you got some value from this, make you subscribe! If you thought this article sucked, let me know! Email me at Brian@ArmageddonMarketing.com and air your grievances or praises! I’d love to hear from you.